In The Era Of Normalized Control Of Epidemic Situation, Go Against The Market And Play The New Retail Of Live Broadcast

Recently, the flagship store of multi art fashion brand mark Huafei in Shenyang Joy City opened grandly, which is also the first concept store opened in China after the brand positioning upgrade. At the opening ceremony, many trendsetters also clocked in to cut the ribbon for the appearance of the concept store and jointly participated in the opening ceremony.

According to reports, mark Huafei Shenyang joy city flagship store was built by Douxi design, which has won many international famous awards. "Shenyang" is a brand-new combination of "whale" design and "multi-functional" design. Each shop can become a "red spot" in the background.

In the era of normalized control of epidemic situation, go against the market and play the new retail of live broadcast

In the current consumption environment, the media that determines consumers' purchase decisions is constantly changing. Live broadcast is the most direct and popular media at present. In recent years, driven by the upgrading of the Internet, many clothing brands have entered the live broadcasting room and played the role of "clothing + live broadcast". Mark Huafei is one of the explorers of the mode of "clothing new retail".

In addition to the opening of the flagship store in Shengjian, every corner of the city can be broadcast live. Contemporary people live in a folded space, lacking of communication and sharing. Starting a long-term live broadcast can not only share and exchange brand stories with more friends, but also enable mark Warfield to have a deeper understanding of consumers' needs and aesthetics.

When talking about live broadcast, mark Huafei said: "it is crucial to revitalize online traffic. The four most obvious benefits of live broadcasting to brand stores are: firstly, the online network has widened the customer flow; secondly, it can be more close to consumers; thirdly, it has cultivated exclusive circle customers; fourthly, it can guarantee the bargaining power of the brand by opening the live broadcast on its own, and it will not damage the brand assets because of the low price brought by the external anchor. " The purpose of moving the studio into Shenyang joy city flagship store is to communicate with the contemporary youth face-to-face in this way that is more close to consumers, so as to provide consumers with relaxed and fashionable products and comfortable and convenient shopping experience, but also to convey a relaxed and comfortable lifestyle.

Why can every consumer become a new trend in the fashion industry based on their own position and the location of the fashion industry. "From selection, to live sales, and then to supply, the production cycle of this garment is constantly shortening." Mak Hong, who is responsible for the clothing supply chain, can greatly shorten the production cycle.

It is also an important measure to control the epidemic situation in the new era. "We use live broadcasting to realize the mode of combining real-time with product update to serve the precise customer group. Compared with the consumption in the store, customers are no longer limited to local areas, and their stickiness is greater. At the same time, as an intermediate bridge connecting products and fans, and removing most of the intermediate channel links and advertising costs, the profit margin is also large. "

Art and trend, multi-functional sensory experience space

In addition, the shop space layout design is worth mentioning. Mr. Yang kuntian, CEO of mark Huafei, introduced the layout of the concept store: "the store gathers the most innovative product series and technological immersion experience area, and is also a novel live space to vividly show the new retail mode. It not only breaks through the image design of mark waffle stores in the past, but also caters to the aesthetic perspective of the post-95 and Post-00's, and reshapes the brand's younger image. ”

According to the person in charge of mark Warfield concept flagship store, the store's vision continues the brand's consistent "ideal blue". The overall space is created through a bright and multi-level oceanism style, eye-catching blue lights and high-tech interactive experience devices, metal experimental walls full of scientific and technological light and electronic annular hanging Gallery, which vividly simulate the diving chamber device, Only provide better shopping experience for consumers.

In the art interaction area, the shop meticulously creates a transparent alien whale device that integrates the East-West design concept, uses the eastern Luban design mortise and tenon technology concept combined with the Western space design, which symbolizes the new force of the cycle. The whale dorsal fin that can swing up and down shows interesting interaction with the sky top hanging down. It is a cutting-edge art device simulating marine life, The active and slow rotation of the leaves means vigorous vitality.

The exhibition space of art diversity -- Guochao art series, international art series, and simple art series bring a free atmosphere of trend. The designer integrates the concept of avant-garde art installation and the theme of "whale falling" into the display atmosphere. Through various display methods, each series brings consumers a more free and relaxed personalized shopping experience.

In the future, mark Huafei will open a number of concept stores in various parts of the country. Taking the brand-new upgrade of Shenyang Joy City concept store as an opportunity, mark Huafei will open the visual image upgrade prelude of Omni channel stores, and omni channel stores VI will be upgraded in an all-round way; at the same time, it will innovate the marketing mode of "thousand stores and thousands of faces", and will create a limited edition flagship store according to different urban culture, By setting up regional concept network red space according to local conditions, it can bring more wonderful multi art experience for consumers.